The Nordic concept of getting outdoors – ‘friluftsliv’ – is gaining ground as we turn to nature for some peace of mind, and the change in consumer behaviour is reflected in this year’s Christmas gifts.
Blake Morgan is a customer experience futurist and the author of the bestselling book Customer of the Future: 10 Guiding Principles for Winning Tomorrow’s Business, which was published last year. She predicted changes in consumer behaviour ahead of this year’s holiday season, as described in 5 Ways Holiday Shopping Will Be Different In 2020. “Fueled by changes in customer preferences and economic situations, as well as a global pandemic, holiday shopping will be quite different this year,” she wrote. “Retailers need to make adjustments to best serve their customers and find success.” Her projections included earlier shopping, increased online sales, more shipping delays, uneven spending, and non-traditional gifts. Blake argued that this year, people would think outside the box and buy gifts suited for time at home and for wellbeing.
The Swedish retail institute HUI Research has named the storm cooker, or camping stove, as this year’s Christmas gift, based on trends in society and current and future consumer behaviour. Every year sees a different gift selected, often along a technical theme, such as previous years’ VR glasses, tablet and smartwatch. However, as a consequence of the ongoing pandemic, outdoors activities like hiking have had a significant boost. According to HUI Research, 2020 was the year when Swedes rediscovered their love of nature, and the storm cooker is considered to represent the strange times we are living through.
The concept of getting outdoors
In fact, the Nordic countries have a long tradition of ‘friluftsliv’, the concept of getting outdoors. Unsurprisingly, Sweden is also home to two of the leading producers in the global camping stoves market, Trangia (founded in 1925) and Primus (founded in 1892), according to Data Bridge Market Research. The camping stove is one of the country’s oldest industrial products, designed to be lightweight and portable for cooking and heating food outdoors – a popular item now available all around the world. The Japanese market in particular has embraced Trangia’s concept but for home cooking instead. On Instagram, Japanese consumers are using the tag #messtin to show how they cook delicious meals at home with the Swedish mess tin.
But it’s not just the nature-loving Swedes who have been looking to the outdoors for some peace of mind in 2020. Earlier this year, the Outdoor Industry Association confirmed that there has been a growth in outdoor activities due to Covid-19, with hiking among the most popular activities. Similarly, the NPD Group reported that sales in backcountry-related equipment in the US grew by 76% in August through October 2020, compared to the same period last year, as consumers seek ways to be active outside and practice social distancing.
A little peace of mind for Christmas
This change in consumer behaviour is naturally also reflected in the Christmas shopping. In this 2020 holiday gift guide, the editorial team at US-based magazine Outside listed the most coveted items currently on the market. It includes jackets, skis and even a loveseat for camping, as well as a brew pour-over set for coffee lovers to get their kick while outdoors. Similarly, American magazine Wired has listed 25 Gift Ideas for People Who Hate Being Inside, including a bonfire stove and a cooking system, ideal for those who want to break out of their stuffy home this winter.
“Our mental health increases when we feel challenged and like the world is our oyster,” psychotherapist Jennifer Teplin said in an article about friluftsliv recently. “Previously we would think that the winter is the time to snuggle up with a book, but this year I would encourage anyone who’s looking for a positive headspace during the winter months to begin seeing the outdoors as a space for endless possibilities, as well as a new way to challenge their current way of life.”